Comparative Analysis of Google and ChatGPT: A Study of Enshittification in the Search Engine Industry

Relevance

This topic is highly relevant for practitioners as it explores the evolving dynamics in the search engine industry, particularly the growing competition between traditional search engines like Google and AI-driven platforms like ChatGPT. Understanding user perceptions of information quality, trust, and user experience can inform strategies for improving search technologies, enhancing user satisfaction, and maintaining competitive advantage in a rapidly changing digital landscape.

Results

The study found that while users generally perceive Google as more trustworthy and comprehensive, they appreciate ChatGPT's conversational interface for general inquiries. User trust and preference significantly impact search behavior and performance, with most participants favoring Google for its familiarity, efficiency, and reliability. However, ChatGPT was noted for its potential in providing well-structured responses for specific tasks, despite concerns about accuracy.

Implications for Practitioners

·       Enhance the accuracy and clarity of AI-driven search responses to build user trust.

·       Maintain and improve the comprehensiveness and transparency of search results to meet user expectations.

·       Balance conversational interfaces with traditional search efficiency to cater to diverse user preferences.

·       Monitor user feedback to continually refine and adapt search technologies.

·       Explore hybrid models that integrate the strengths of both traditional and AI-driven search platforms.

Methods

This qualitative study utilized semi-structured interviews with ten participants to explore user perceptions of Google and ChatGPT. The interviews were conducted in two rounds: the first session collected demographic data and established baseline search patterns, while the second round involved a search experiment followed by open-ended questions about user experience. Participants used both Google Search and ChatGPT to find information and then discussed their experiences in terms of search result clarity, ease of use, satisfaction, and effectiveness. Data were analyzed to identify themes and patterns in user perceptions and behaviors.